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EMBRACING NEW MEDIA AND CONTENT
DEVELOPMENT…and becoming a blogger
57182 - Rethinking media
By Sarah Creelman (1118-4470)
Today’s discussion
•  product, positioning and
performance
•  Content & STRATEGY
•  Promotion
•  Parting thoughts…
Avoiding digital darwinism
“Living digital is Not just about getting into
social or getting a blog, the whole philosophy
h...
Introducing
conversation
by design
Infographic here
“Blogging today is all about connecting and
engaging with real and growing audiences; sharing
stories and ideas and genera...
Content & Strategy
•  objective: demonstrate thought leadership
and new ideas in the areas of social and
digital media for...
Conversation by design –
Content framework
Conversation by Design

About Us

Contact
Us

PR &
Digital
Musings

#pr
hangout...
Content highlights
•  #PRHangouts, conducted via Google hangouts
and published on youtube
–  Andres Lopez Varela, content ...
Adopting multimedia publishing
strategies
•  Social elements as content:
–  Recorded and embedded google hangouts
– origin...
Promotion & community
building
•  Personal social media profiles
–  Twitter
–  LinkedIn
–  Facebook
•  Linked in groups – ...
promotion
Performance analysis
What worked:

What was learned:

•  Twitter was a
powerful shortterm amplifier
•  Linked in delivered...
Parting thoughts
•  There’s a lot that goes into making a
successful blog
•  Experienced the pros (and challenges) of
citi...
Any questions?
Thank you!
Sarah Creelman @screelman
Upcoming SlideShare
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Embracing new media and becoming a blogger - The Conversation by Design Story

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Starting out firstly as a postgrad study project, Conversation by Design has quickly become the home for Sarah Creelman's thoughts, insights and musings on the ever changing world of PR, pop culture and digital communications.

Published in: Social Media, Technology, Business
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Embracing new media and becoming a blogger - The Conversation by Design Story

  1. 1. EMBRACING NEW MEDIA AND CONTENT DEVELOPMENT…and becoming a blogger 57182 - Rethinking media By Sarah Creelman (1118-4470)
  2. 2. Today’s discussion •  product, positioning and performance •  Content & STRATEGY •  Promotion •  Parting thoughts…
  3. 3. Avoiding digital darwinism “Living digital is Not just about getting into social or getting a blog, the whole philosophy has changed to an idea of relentless giving” - @briansolis, altimiter group
  4. 4. Introducing conversation by design
  5. 5. Infographic here
  6. 6. “Blogging today is all about connecting and engaging with real and growing audiences; sharing stories and ideas and generating discussion and two-way interaction on and offline. Most of all, it’s about building and fostering a genuine community of fans, followers, supporters, enthusiasts and advocates of the blogger’s brand, of who they are and what they stand for” - @trevoryoung, PR Warrior and author of “microdomination”
  7. 7. Content & Strategy •  objective: demonstrate thought leadership and new ideas in the areas of social and digital media for the comms professional •  Strategy: Develop a social platform that delivers a depth and breadth of Social/ Digital discussion that builds community, encourages discussion and content sharing
  8. 8. Conversation by design – Content framework Conversation by Design About Us Contact Us PR & Digital Musings #pr hangouts Pop Culture The Pool Room Off Topic Work/ life Tech Video Games
  9. 9. Content highlights •  #PRHangouts, conducted via Google hangouts and published on youtube –  Andres Lopez Varela, content services director, weber shandwick –  Matthew gain, general manager, edelman sydney •  Investigation into hybrid media power players –  House of cards: is netflix the new model for tv entertainment –  Orange is the new black: can the medium determine the success of the message?
  10. 10. Adopting multimedia publishing strategies •  Social elements as content: –  Recorded and embedded google hangouts – original video content (TL;DW?) –  Inclusions of embedded tweets as quotes –  Content rich with hyperlinks to relevant/sourced content –  Interactive discussion in comments
  11. 11. Promotion & community building •  Personal social media profiles –  Twitter –  LinkedIn –  Facebook •  Linked in groups – Our class group and relevant industry spaces •  Direct requests – email and in person! •  …considered adwords investments…
  12. 12. promotion
  13. 13. Performance analysis What worked: What was learned: •  Twitter was a powerful shortterm amplifier •  Linked in delivered a stronger longtail result •  Experimenting with all sorts of content •  It’s really challenging building a community and audience! •  First video potentially too long – 30 mins •  Need for earlierstage content promotion
  14. 14. Parting thoughts •  There’s a lot that goes into making a successful blog •  Experienced the pros (and challenges) of citizen journalism + content creation •  Earned vs owned vs paid audience – best way to kick start? •  I’m now a blogger –  Upcoming hangouts with FB Comms Head, RSPCA Comms Lead, H&K’s corp comms director in bangkok –  Industry news and events –  Blog profiles and industry marketing
  15. 15. Any questions? Thank you! Sarah Creelman @screelman

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